Smart Design Research: Lessons from a True Story in the AI of the Storm

This is a true story that highlights the challenges of conducting effective design research amidst the daily pressures of corporate life. The goal here is not to point fingers, but to share events that might help others advocate for the important role and contributions design research can have for organizations. Although the design researchers who lived through it deserve recognition and praise, no names or industry sectors will be mentioned to protect their identities.

Setting the Stage

It all started a little after mid-2022, when the leadership of a major organization asked the design research team to explore current and future possibilities for one of the industry’s most traditional and mature products. The organization itself is one of the ten largest in its sector in the US.

After reaching out to thousands of current and prospective clients, the design research team presented their first preliminary results to the leadership and teams related to the mature product. The reception from that team’s leadership was less than enthusiastic.

Mixed Pizzas

To set the context, between the start of the research project and the presentation of the first results, the design research team engaged with the mature product from diverse perspectives using a thorough mixed-method approach. This included surveying groups of several hundred participants in a cumulative sequence. From the initial surveys, they identified the basic and broad expectations these groups had for the product, akin to the basic “dough” for a pizza—the characteristics most people would expect and demand. Additionally, eight outlier clusters were identified, representing characteristics and features mentioned by only a few people. These were like novel or unusual pizza toppings that could create unique product differentiations.

One of these outlier clusters was focused on and named “AI.” This is where the story takes on legendary status.

46 Flavors of Innovation

The research process involved taking that basic “dough” and adding three outlier toppings, resulting in 56 product concepts with clear market positioning differentiators. Forty-six of these concepts were then presented to new groups of several hundred participants. Midway through the research project, after analyzing and compiling thousands of perceptions, three concepts stood out as the most favored by participants. To the researchers’ initial look of puzzlement, the three most desired product concepts included “AI” as one of their features. Confident in their methodology and data, the researchers heard the voice of the clients loud and clear: AI was the future. These results were obtained and first presented around the end of Q3 2022.

AI of the Storm

During the midway presentation to the product team, the design researchers walked the team through the preliminary report. When they reached the “AI” section, something unexpected happened. A loud male voice erupted, stopping everyone in their tracks: “Remove all and every AI mention from these documents!”

In shock and unsure of what to do, the design researchers feebly explained that these results were backed by data, representing the voice of clients. The product’s leadership insisted: “Remove it!”

"Smart" Solution

The meeting ended awkwardly, with the design researchers wrapping up and packing their materials as if they had committed some sort of gaffe. An urgent meeting was called with the design research team’s leader to discuss the next steps. After hearing the accounts of the meeting, the leader’s suggestion was, to say the least, “smart,” if not genius! The direction given was to “find and replace” every mention of “AI” with “Smart.” This way, the main stakeholder’s request would be executed, and the voice of the clients would be preserved as the research data mandated.

Tsunami GenAI?

Then came ChatGPT! Just weeks after that meeting, the world was hit by the Generative Artificial Intelligence tsunami. By the end of Q4 2022, there was a quiet and furtive line of people, all going behind the product leadership’s back, asking for individual meetings with the design research team to learn more about that “AI” thing. Nothing could be sweeter for these design researchers than having a reality check of that magnitude to reassure them that their work was consistent and worthy of respect.

Sow to All Winds

Unfortunately, the journey ahead for most of them didn’t go as well. Despite having acquired new respect within the organization, they were unable to build on it for long. Due to unforeseen economic challenges, the majority of them were let go by the end of Q1 2023.

It is not certain if the research project results had any influence on the product itself. Some of the remaining people who are still at the organization and were connected to the project say that it influenced deeply how the product is seen internally. But, that aspect is beyond the point here. Design researchers are well accustomed to “sow to all winds” of organizational renewal. The work of spreading wisdom, as Pierre Larousse would say, is never easy and must never stop.

“Smart” Takeaways

This true story underscores the resilience and adaptability of design researchers and highlights the evolving relationship between human ingenuity and technological advancement. It serves as a hopeful reminder of the transformative potential of embracing new technologies, even in the face of initial resistance. Here are some key lessons that other designers can take from this story:

1. Adaptability is Crucial

The design research team demonstrated remarkable adaptability when they were asked to remove all mentions of “AI” from their documents. Instead of pushing back aggressively, they found a creative solution by replacing “AI” with “Smart.” This flexibility allowed them to maintain the integrity of their research while satisfying the stakeholders’ immediate concerns.

2. Data-Driven Decisions

The team’s reliance on data to back their findings was a strong point. Even when faced with resistance, they could confidently state that their recommendations were based on thorough research and client feedback. This underscores the importance of grounding design decisions in solid data.

3. Communication and Persuasion

Effective communication is vital, especially when presenting innovative ideas that might face resistance. The initial shock and subsequent awkwardness in the meeting highlight the need for designers to be prepared to explain and defend their findings persuasively.

4. Resilience in the Face of Rejection

The design researchers faced significant pushback but remained resilient. This resilience was later rewarded when the broader market validated their insights with the rise of Generative AI technologies like ChatGPT. Designers should be prepared for initial rejection and stay committed to their vision.

5. Timing and Market Awareness

The story illustrates the importance of timing and being aware of broader market trends. The design researchers’ insights into AI were ahead of their time, and the subsequent rise of AI technologies validated their foresight. Staying informed about industry trends can help designers anticipate and leverage future developments.

6. Stakeholder Management

Understanding and managing stakeholder expectations is crucial. The design research team’s leader provided a smart workaround to address the stakeholders’ concerns while preserving the essence of the research. Building strong relationships with stakeholders and finding common ground can help navigate challenging situations.

7. The Power of Persistence

Despite the initial setback, the design researchers’ persistence paid off when their insights were later recognized. This story serves as a reminder that persistence and dedication to one’s work can eventually lead to recognition and success, even if it takes time.

8. Embracing Change

The rapid adoption of Generative AI technologies underscores the importance of being open to change. Designers should be willing to embrace new technologies and methodologies, as these can offer significant opportunities for innovation and differentiation.

9. Learning from Setbacks

The eventual layoffs of the design researchers highlight the reality that not all efforts will lead to long-term success. However, each experience provides valuable lessons. Designers should view setbacks as opportunities for growth and learning, rather than as failures.

10. Advocacy for Design Research

Finally, this story emphasizes the critical role of design research in shaping product development and innovation. Designers should advocate for the importance of their work and its potential to drive meaningful change within organizations.

Hopefully, by reflecting on these lessons, designers can better navigate the complexities of their roles and contribute more effectively to their organizations’ success.